The Media Leader Podcast

"The Duracell bunny" of advertising — that’s how ITV describes peak time TV spots, because, they say, their benefit keeps going and going.ITV and media investment analysts ViewersLogic have published a cross-market study that proves the value of peak airtime of responsive advertising. They say that peak TV spots deliver direct responses in the short term, but their hidden value is in their longevity, generating responses long after other TV spots advertising have finished working.To explain why and how, Omar Oakes is joined by Neil Charles, the Measurement and Modelling senior manager at ITV, and Ronny Golan, the CEO and cofounder of ViewersLogic."When it comes to TV, I do think that going beyond the five-minute, 10-minute attribution that shows that daytime really works, and understanding the actual effect over a week, a month, three months will enable brands to also change the mix within their TV advertising," said Golan.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Digital ad platform Teads has in recent years expanded its footprint beyond its digital display roots into connected TV. And, like many digital players, it is looking to leverage AI and machine-learning tools to the benefit of clients.Teads co-CEO Jeremy Arditi caught up with host Jack Benjamin to talk about how AI is powering creative solutions while being capable of respecting user privacy.Speaking from Advertising Week New York, Arditi explained: “It might feel like, to a user, that they're seeing ads that are much more personalised, but that doesn't necessarily mean that the machine needs to know a whole lot of specific attributes, and private attributes, of that user."Arditi also discussed how moving into CTV has been "organic and natural" for Teads, despite some challenges.Read the full write-up of the interview on The Media Leader.---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Host Jack Benjamin is joined by reporter Ella Sagar and editor-in-chief Omar Oakes to unpack the key takeaways from last week's The Future of Media and The Future of Gaming events in London.The trio also discuss how the Israel-Hamas war has caused trouble for social media companies and the BBC alike.Read Raymond Snoddy's latest column: "BBC’s rigidity over ‘the T word’ is damaging its reputation"Show highlights:1.58 Key takeaways from The Future of Media - how can we measure the full "impact" of media?5:15 Retail media: so much discussion but was it all "hot air"?12:25 The Future of Gaming: key takeaways 24:41 BBC impartiality in Israel-Palestine coverage34:53 Misinformation and propaganda on social media46:05 WPP merges ad agencies VMLY&R and Wunderman Thompson — do agency brands still matter? Plus The Guardian's new advertising council , TikTok moving into OOH and cinema, and Netflix's expansion into brick-and-mortar retail.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Ahead of the online video giant's YouTube Festival event to woo UK advertisers this week, Kevin Allocca tells editor-in-chief Omar Oakes why being 'viral' is less important and how the rise of TikTok and changing attitudes to online video have impacted YouTube's strategy.Allocca and Oakes also discuss why YouTube's research claims more than half of YouTube viewers are happy to watch ads attached to content of favourite creators in order to support them, and why 42% of viewers in the UK say that YouTube enables them to find the exact content they like at any moment.Kevin Allocca is global director of Culture & Trends at YouTube, where he tracks popular video phenomena and manages trending content initiatives. He is also the author of Videocracy, an exploration of YouTube's most interesting trends and the impact of video in our culture.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Over the past year, The Media Leader has been championing three key issues facing the media industry: declining trust in media, sustainability, and the talent crisis.Those issues have frequently been discussed in this podcast and our coverage this year. At last October’s The Future of Media conference, we held a debate on what we should champion and those were the topics chosen by the audience.And in just a few days at The Future of Media this year, it's time to debate the most important aspects of media and advertising to zero in on for progress in 2024. To preview this year's event in London, columnist and media agency founder Nick Manning joins Jack Benjamin and Omar Oakes to unpack the key issues facing the media industry.The trio discuss whether progress has been made in the past year on trust, sustainability, and talent, and Nick makes his case for why he believes effectiveness is at the core of all issues facing media.“I have a long-held belief that the only solution to the lack of trust in the media ecosystem from a client point of view is in proper effectiveness measurement; that requires absolute transparency," he said.The group also takes a look at the latest drama at GB News, the forthcoming Telegraph sale, and what now for ads on Netflix with the exit of commercial boss Jeremi Gorman. ---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Editor-in-chief Omar Oakes and reporters Jack Benjamin and Ella Sagar preview the Future of Media in London on 11-12 October. The trio look ahead to the big event and discuss some of the biggest stories from around the industry.The key players in The Telegraph sale: Jack lists who has thrown their hat in the ring for The Telegraph, and why Sir Paul Marshall in particular may have a tough time juggling a bid while fending off Ofcom investigations at GB News.Read Raymond Snoddy: "The future of Ofcom and the future of The Telegraph are at stake"SEC's crackdown on Clear Channel: Ella talks about the recent charges filed by the US Securities Exchange Commission against outdoor company Clear Channel, why they occurred and what it means for the company.Commercial radio's big anniversary: A series of interviews written by Ella take a look at the state of the commercial radio industry and how far it's come since the very first broadcast in 1973. She discusses some key takeaways from her discussions with News UK and Global.Brainlabs taking on the world: Jack, who interviewed Brainlabs's global CEO Daniel Gilbert, talks about his vision for the future of the agency following a major new investment from Falfurrias Capital Partners.Plus: The trio talk about what they're most looking forward to at The Future of Media and The Future of Gaming next week, and reveal why they're so passionate about media.Omar's column: Why passion is the best litmus test

This summer, climate change-caused unseasonal weather events continued to devastate huge areas of the world, and yet, earlier this month the UK Government diluted its 2030 net zero commitments. As the climate crisis gets worse, it is more important than ever to ask what a sustainable media and advertising ecosystem looks like.Anne Coghlan, the chief operating officer and co-founder of carbon emissions data specialist Scope3, and Hannah Mirza, the founder of The Responsible Marketing Agency, join Ella Sagar to unpack the state of sustainability efforts, media's immediate climate goals, and the ethics of advertising for fossil fuel companies."Purely looking at the supply chain of the execution of advertising, I think there's more opportunity to get to net zero faster," said Mirza. "I'd love to see that."---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

After months of it being an open secret that Facebook was looking to reduce its emphasis on news, parent company Meta announced this month it would be “deprecating” news on the platform in the UK, France, and Germany beginning in December.While publishers likely saw this coming, it is just the latest bit of news in what has been a challenging year for the digital publishing industry.Ozone CEO Damon Reeve joins Jack Benjamin to discuss the state of news publishing and how publishers are navigating a pivot away from relying on social media for audience growth and toward building up their own brands, as well as how advertisers can help support a transitioning industry.The pair also speak about consumers' waning trust in news, advertisers' trust in publishers, and how outlets are working to diversify their revenue."If brands took an active interest in knowing where their advertising spend goes, very quickly you would see that spend gravitate towards places that are trusted and safe," said Reeve.---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Why are women in media leaving the jobs they love?That is one of the questions The Media Leader has tried to tackle this year as part of our mission to promote talent in media and advertising. Issues raised this year, in our op-eds and analysis, include concerns about better flexible working, accommodating women going through menopause, and how to stop women bearing the brunt of the industry's 'missing middle' phenomenon.As summer comes to a close and it's back to school or work for most this month, it's a good time to reflect on the many within the media industry who balance various responsibilities as well as their work. Ella Sagar sits down with two leading women who have worked agency-side and media owner-side to discuss the unique experiences and challenges faced by women in their media careers, and how the industry can and should do more to make the workplace more equitable.Tobi Asare is managing partner and director of growth at OMD UK, and author of The Blend: How to Successfully Manage a Career and a Family.Stefanie Daniels is founder of Life Begins at Menopause, a 20-year media careerist, and a Media Leader columnist.“If you don’t buy in to supporting women at various different life stages, then I think you are missing a trick," commented Asare.On the topic of the menopause, Daniels added, “For the sake of my mum, for my grandma, for my daughter, the buck stops here. We are going to change this narrative and we are going to empower these women so they absolutely can, one by one, take back control of this life stage.” ---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

TV has slipped out of marketers' top-ranked media channels this year, from third most-preferred to 12th.That is just one of the key takeaways from this year's Media Reactions report from Kantar, launched this week.Jane Ostler, the report's co-author and Kantar’s executive vice president of global thought leadership, sat down with host Jack Benjamin to unpack the report's findings."I think we're now seeing the days where the fragmentation that we've spoken about for the last 10 years in media means that TV is not necessarily always considered to be the base of the media plan anymore," said Ostler.The pair discussed how consumers and marketers diverge in preferences for media channels and brands, with consumers this year showing strong preferences for in-person ad experiences, be it through sponsored events, out-of-home, cinema, or point-of-sale.They also spoke about why marketers appear to be turning toward short- and long-form online video as their most-preferred medium, and the importance of attention in reaching consumers.---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader